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For Special K’s latest “More Than a Number” campaign, the brand invited women to a jeans giveaway: The gimmick was that instead of a size number on the pants, labels bore various positive words (“fierce,” “vivacious,” etc.). A tape measure featuring those words in place of measurements helped women figure out which jeans to try. In a video, women talk about how they hate shopping for jeans, and Special K asks, “Why do we let the size of our jeans measure our worth?” The final message: “Let’s rethink what defines us.”

This effort is similar to a U.K. initiative from Special K that we wrote about last year, in which women weighed themselves and saw encouraging words rather than numbers. At the time, we noted a spate of other campaigns that aimed to make women more confident in themselves rather than inducing anxiety by promoting unattainable beauty standards. This year, Dove’s hugely popular “Real Beauty Sketches” continued that theme.

New York City is now addressing the issue of body image and self-esteem with its Girls Project, which appears to be the first such campaign sponsored by a municipality, according to The New York Times. Bus and subway ads show smiling girls with the headline “I’m a girl. I’m beautiful the way I am” and lines like, “I’m funny, playful, daring, strong, curious, smart, brave, healthy, friendly and caring.” The word “beautiful” has sparked some criticism—that the campaign should emphasize values other than beauty—although the website does better than the ads, explaining that the project aims to “help girls believe their value comes from their character, skills, and attributes—not appearance.” Watch for more marketers to get behind this type of positive messaging, and expand it to include the male gender as well.